You want to use Performance Max for conversion value but are concerned about inefficient spend. Which optional secondary bid strategy should you select?
Correct Answer
Target Return On Ad Spend (tROAS)
Key takeaways
Target ROAS holds maximise conversion value to a stated return.
Without a target, the strategy pursues revenue without an efficiency commitment.
Click-based and manual strategies cannot express a revenue target.
Why is this the correct answer?
The worry about inefficient spend is exactly what a target ROAS addresses. Maximise conversion value on its own will spend the budget pursuing revenue without committing to a return, so adding a ROAS target holds it to a stated ratio of value to spend. The alternatives are click-based or manual strategies, none of which can express an efficiency target on revenue.
Why are the other options wrong?
Manual Max CPC
Manual max CPC is not available in Performance Max and sets a click price rather than an efficiency target.
Maximize Clicks
Maximise clicks optimises for traffic, which would make inefficient spend more likely rather than less.
Enhanced CPC
Enhanced CPC adjusts manual bids, which this campaign type does not use.
Frequently asked questions about this topic
Will a ROAS target reduce my conversion volume?
Usually yes, to some degree — that is the trade. A tighter target declines auctions the system judges unlikely to meet it, so revenue efficiency improves while total volume falls. The right target is the one where the marginal conversion is still worth its cost to you.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
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